Kevin the carrot
Since 2016, Broadbent narrates Kevin the Carrot Christmas adverts for the UK branch of Aldi. Advertising reasonably priced produce with questionable means( fifty shades of orange)
The story depicts Kevin and his family enjoying the Christmas season but has anybody thought twice about why we idolise him.
Before Kevin had a family c.2015 aldi ad. He was so perfect and innocent a simple carrot with human features. But the introduction to his family and enemies take from the purity of his character (carroter).By making Kevin so humanoid we are forced to acknowledge that he is as flawed as any human. Take the idolisation of Jesus in the bible. He is perfect and sexless but yet if the Jews are to believed Jesus we be reborn in the modern era therefore to disguise himself as a regular joe he would have to adapt idiosyncraticies that would pollute his perfect image therefore vexing us. This is a perfect metaphor for Kevin the carrot. In personifying Kevin to this extended degree we robe the veil that once separated him from us and the evils of society that we have created. We must ask ourselves why must we defile Kevin’s character just to satiate the hungry jaws of capitalism. Kevin in his most innocent pure form before his intense capitalistic rebirth leaving the innocent exoskeleton to die was a perfect figure that inspired public outrage against the pressures of modern life. Seeing the innocent carrot on tv inspired childlike hope in a desolate world void of hope. He stood like a light house over the sea of violence and rage guiding us to peace. Yet we villianized him by dragging him down to our level. The diefied Jesus from the biblical stories inspired great change because of his perfection. The aldi directors were well aware of this when they made this change. They fell to their capitalistic urges and used Kevin as a tool in warfare against Lidl to maintain the target market for reasonably priced supermarket produce.
Kevin is a civilian casualty in a war that rage these territories well before he was incarnation.
- lidilriseup